Creating a Viral Victory for Conair’s UNBOUND Campaign

With a primary goal to create virality within the digital landscape, Kaplow executed an integrated strategy with a consistent and persuasive narrative pulsed through every touchpoint. By leveraging Kaplow’s best-in-class integrated team of earned and paid media specialists, our invitation to Gen-Z to “Be Boundless” came to life across ALL facets of the digital domain for maximum results. 

Through a strategy that combined audience insights with digital trends, Kaplow fueled an engine of digital dialogue around Conair’s UNBOUND innovation via a mix of earned and paid media activations, the power of affiliate influencer marketing and strategic programmatic digital advertising. To reach a wider beauty audience of Gen Z consumers, Kaplow leveraged social listening and industry connections to embark on an impactful partnership with a celebrity spokesperson, Madelaine Petsch. As a leading style and beauty icon, Petsch provided a “cool factor” and organic alignment to the product, which was leveraged to drive feature coverage at launch.

Our cast of digital creators also drove followers to Amazon.com by featuring UNBOUND tutorials and highlighting all the unexpected places they were able to do their hair with the breakthrough innovation. The UNBOUND program resulted in unprecedented social buzz for Conair and earned media impressions from key outlets, including People.com, E! News, Glossy and Yahoo.com.